Uruguay is a small South American country located between Argentina and Brazil, with a long tradition of cattle farming and a deep connection to nature.
With a population of just 3.5 million, Uruguay produces food for millions of people around the world. Its natural grasslands, farming expertise and commitment to quality have made it a trusted source of premium beef.
Uruguay also stands out in Latin America for its institutional stability, high quality of life, strong democratic tradition and commitment to sustainability.
In Uruguay, nature, tradition and innovation exist in perfect balance.
%
of Uruguay’s territory is covered by natural grasslands
native species
plant species
animal species
%
individual cattle traceability
Europe is the third-largest market for Uruguayan beef exports, accounting for more than 30% of the country’s international beef sales. Within Europe, Germany and the Netherlands are among the leading buyers. Against this backdrop, Uruguay Beef, the international promotional brand for 97% Uruguay’s beef sector, launched its Made in Nature campaign across Europe through an integrated strategy combining digital and social media, press, outdoor advertising and high-impact digital screens.
One of the campaign’s standout activations featured Made in Nature on “The Whale”, Germany’s largest LED screen, located at Hamburg Central Station — a high-visibility location through which more than 500,000 people pass every day.
80% of Uruguay’s territory is used for livestock farming.
Each animal has the equivalent of two football pitches of space to roam and graze.
Uruguayan cattle are raised outdoors on natural grasslands year-round. On average, each animal has the equivalent of two football pitches of space to graze.
This natural environment, combined with a farming system centred on animal welfare, traceability and respect for nature, results in beef recognised worldwide for its quality.
This extensive farming model produces beef renowned for its flavour, nutritional value, traceability and sustainability.
That is why Made in Nature is more than a campaign concept — it reflects the way Uruguay actually produces its beef.
80% of Uruguay’s territory is used for livestock farming.
Each animal has the equivalent of two football pitches of space to roam and graze.
SUSTAINABILITY &
TRACEABILITY
Uruguay’s natural grasslands help preserve biodiversity, protect the soil and safeguard natural resources. In addition, 100% of Uruguay’s cattle are individually traceable, making it possible to track each animal’s journey from birth through to the final product.
100% individual cattle traceability